World Cup 2026: $10.5 Billion Ad Boost, But Advertisers' Grip Loosens

• World Cup 2026 expected to generate an additional $10.5 billion in global ad spend, a more modest lift than previous cycles.
• The 2018 World Cup drove a $12.6 billion boost, indicating a stronger acceleration in ad growth previously.
• Traditional linear TV viewership declined by nearly 12% in 2022, replaced by a fragmented, multiplatform ecosystem.
• Advertisers are now spreading investments across social media, streaming, and influencer content, focusing on cultural conversation.
• Late-night matches in Europe/Asia due to North American hosting create opportunities for alternative ad formats and categories like food delivery.